Curious about Guest Reviews? Natasa Christodoulidou (California State University) and Brian Payea (TripAdvisor)
December 6, 2011 § Leave a comment
Natasha talked about a recent study into reviews on TripAdvisor that she worked on. This study is being published in Journal of Hospitality Marketing and Management. Online Consumer Reviews over 3,000 reviews were analyzed. The results of the review are too numerous for your author to collate, but the results look very interesting.
Brian Payea who is Head of Industry Relations at TripAdvisor gave a quick insight into his role and the developments within TripAdvisor. Brian talked through the facilities that are built into TA to assist the hotels is digging into patterns in their reviews, understand the sort of people that are reviewing, and how to benchmark against other property’s reviews. The growth in use of Trip Advisor on mobile indicating how important it is to the traveller and Brian encouraged all the hoteliers to ensure that their mobile presence was of a high standard. He also explained that management responses are becoming are becoming increasingly important to the travellers. Surprisingly still only 7% of bad reviews have a management response.